Monday, September 27, 2010

I'm spending a few days highlighting my "best in class" picks for companies driven by social media. This series isn't about uncovering the latest viral phenomenon - it's about slowing your roll a little bit and observing the underlying principles of success in social media marketing. The third case in this series features Google.

Are there social media guns for hire? In this case, you bet! Google used a tried but true technique - combine meme with an already established personality to create a new and instantly viral phenomenon. Does it always work? Certainly not. In fact the Internet is littered with the wreckage of bad brand/social media personality collaborations.

It's all about finding the right blend of an existing Internet personality providing pure value (no ads already) to their fans, and then tapping it in a way that doesn't corrupt the very attraction that made the content viral to begin with.

It's a delicate balancing act illustrated above perfectly.

Nick Kinports (follow him on Twitter @ADMAVEN) has worked in the interactive technology world for over 15 years, and helps agencies and brands find and connect to digital audiences for profitable outcomes. Want to talk to him about how social technologies can help your agency or brand grow? Email him at nick@lonelybrand.com

I'm spending a few days highlighting my "best in class" picks for companies driven by social media. This series isn't about uncovering the latest viral phenomenon - it's about slowing your roll a little bit and observing the underlying principles of success in social media marketing. The third case in this series features Google.

Are there social media guns for hire? In this case, you bet! Google used a tried but true technique - combine meme with an already established personality to create a new and instantly viral phenomenon. Does it always work? Certainly not. In fact the Internet is littered with the wreckage of bad brand/social media personality collaborations.

It's all about finding the right blend of an existing Internet personality providing pure value (no ads already) to their fans, and then tapping it in a way that doesn't corrupt the very attraction that made the content viral to begin with.

It's a delicate balancing act illustrated above perfectly.

Nick Kinports (follow him on Twitter @ADMAVEN) has worked in the interactive technology world for over 15 years, and helps agencies and brands find and connect to digital audiences for profitable outcomes. Want to talk to him about how social technologies can help your agency or brand grow? Email him at nick@lonelybrand.com

About The Author:

Nicholas has worked in the interactive marketing, advertising and digital communications industries for over 15 years.
His early work focused on the emergence of the Internet as a marketing tool and evolved into an award-winning digital agency www.lonelybrand.com - acquired in 2013 by integrated advertising agency HY Connect. Read more about the acquisition: http://www.hyc.com/company/press-room/hy-connect-acquires-lonelybrand-adds-depth-to-social-media-offering
Nicholas has been named an influential voice in the global advertising, marketing, and public relations communities. Among numerous television and media appearances he has been published in Bloomberg-Businessweek, Forrester’s Web Strategy and Advertising Age.